1. Collaborative Customer
Interaction Management
Powered by IBM Case Manager
David Caldeira - IBM
Scott Siegel - Capgemini
Director, ECM Products and Strategy
North America Delivery Leader,
Enterprise Content & Online Practice

2. New market demands for achieving better
business outcomes require new approaches
▪ Higher customer service level
expectations
▪ Increased costs and risks from
unpredictable processes
▪ Greater demands for productivity amid
complex decisions
▪ Limited ability to respond to market
dynamics
▪ Departing and diminished workforces
…in all industries

3. What Capabilities Facilitate Complex Customer Service Resolution?
Complaints
Disputes
Incidents
Requests
Feedback
Complex customer service requests can take multiple forms and span beyond a phone call, demanding
the participation of multiple business areas and spawning numerous tasks to achieve the right
business outcome
Case Ownership
Case Information
Owner and team assignment
including appropriate data/
documentation
Interact with external systems
and applications (e.g., CRM, IVR,
commerce, ERP) for required
data exchange
Task Management
Guidance
Drive tasks, manage approvals,
combine human and automated
actions, or even split cases based
on current status
Customer
Communications
Generate and receive
communication with the
customer
Service Levels
Help guide and suggest
appropriate actions and tasks to
customer service representatives
to optimize outcomes
Audit progress, provide real time
risk and business metrics, and
retain the decision path taken to
achieve the outcome
Escalate
Complete History
Deep Insights
Enable escalations that may
either increase the priority of the
issue or reassign the issue and
management of the case
Maintain a history of the
customer’s issue – including
integration with customer records
Analyze information within
customer cases to derive insight
and detect patterns that can
help identify causes of service
issues
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4. An Advanced Case Management Solution for Better Customer Service: IBM
Case Manager
Support
Knowledge
Work
Optimize
Case
Outcomes
Information to
Make Better
Decisions
Business
Can Take
Control

5. IBM Case Manager
Information to Make Better Decisions
• Capture and activate information in the context of
a case
• Comprehensive, configurable case infrastructure
• 3600 view of all case information
• Content is critical for decisions, as evidence in
the case and a source for deeper insight
• Persistable with lifecycle management. Available
for audit, compliance or legal review

6. IBM Case Manager
Support the Way Knowledge Workers Work
• Knowledge work that in decision intensive - content
supports decision making
• Dynamic and unpredictable work (emergent processes
and ad-hoc tasks)
• With authorization, case can be accessed and acted
on by anyone at anytime from anywhere
• Collaborative and social activities
• Supported by enterprise processes and rules
Creative Work: Creative thinkers observe, experiment, take risks, communicate…content,
like art, is often the result of a creative process…
but it’s how it is used, perceived and interpreted that brings the value.

7. IBM Case Manager
Focus on the Case Outcomes
• Visibility at the case level
• Patterns across all cases
• Dashboards and reports
• Insight from content (content analytics)
• Guidance or recommendations for
successful outcomes

8. IBM Case Manager
Business Can Take Control of their Case Solutions
• Business-driven solutions
• Rapid time-to-value
• Agility and flexibility to adopt to
change
• Accelerators and templates
• Business and IT collaboration
• IBM and Partner solutions

9. IBM Case Manager
3600 View of Case
Investigations
Analytics
Solutions

10. A Teachers Retirement Benefits Provider
Improving customer intimacy and services levels
The need
• Enhance customer intimacy and streamline
service requests
• Improve customer service across pensions,
insurance, brokerage, and trust areas
The solution
• IBM Case Manager provides flexibility and
integration for Institutional Plan
Management
• Integrates with existing rules and enterprise Benefits
content management investments
•Increase effectiveness by providing
knowledge workers information to make
• Incorporates a single design tool, allowing
quick decisions
business analysts to interact with the LOB
•Visibility and flexibility in responding to
customer requests
• Provides visibility into transactions through
•Improve speed-to-market for new products
role-based mashups
•Optimize existing investments

11. Collaborative Customer Interaction
Management
© 2013 IBM Corporation
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12. Who Delivers the Customer Experience?
Aberdeen Next Generation Customer Experience Management Benchmark, 3/1/2013
http://aberdeen.com/Aberdeen-Library/7092/RA-customer-experiencemanagement.aspx.aspx
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13. What Drives Customer Experience?
Aberdeen Next Generation Customer Experience Management Benchmark, 3/1/2013
http://aberdeen.com/Aberdeen-Library/7092/RA-customer-experiencemanagement.aspx.aspx
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14. The challenge
•
Constant pressure to improve Customer Service in a
very competitive environment.
!
•
Difficulties to have a comprehensive and actionable
vision of the always more abundant data of a customer.
!
•
Customer expectation to be treated as an individual,
not a profile.
!
•
The pace of the market increases, forcing companies to improve their
responsiveness to change to keep their customers.

15. Solution at a glance
•
•
Capgemini Collaborative Customer Interactions solution makes Customer
Service more efficient, flexible and centered on business value.
Built using the IBM Case Manager platform, it offers a complete set of
accelerators to handle business processes and documents related to
customer relationship management

16. Mains Use Cases
•
Identification
!
•
Enrollment
!
•
Scope extension
!
•
Service requests
!
•
Loyalty management
!
•
Customer retention

17. Features
•
Connectivity with CRM legacy systems
– such as Siebel, MS Dynamics, SAP,
Coheris
!
•
Completeness check
– to verify that information required to
handle tasks within a case is available
!
•
Customer interaction scripts
– to guide the knowledge worker in case
handling, through standard scenarios
applying to the case context

18. Features
•
Access to archived customer
documents
– to allow knowledge workers
to retrieve customer related
documents that may not be
attached to the case
!
•
Multichannel interaction
management
– to interactively compose,
update and archive
correspondence documents

19. Features
•
•
•
Complaints analysis
– semantic analysis of the unstructured data composing a complaint,
detection of trends, correlation and patterns
– to help Customer Care Manager to gain insights on their customer,
products and services
Activity monitoring
– dashboards and KPI aligned with process templates
– to help supervisors manage Customer Service Front and Back
Office activity
Solution templates – Prebuilt, configurable and extensible
– Data and security models
– Process templates
– UI and dashboards

20. Who Can Benefit?
•
Companies providing high-value goods or complex services to a
wide base of consumers (returning customers)
!
•
Business Roles
–
–
–
–
Customer Care Service Manager
Customer Experience Manager
Marketing
Product Management
!
•
Industries
–
–
–
–
Consumer Package Goods
Telecommunications
Utilities
Transportation
Financial Services
Banking
Insurance
Local government

21. Solution Demo

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© 2013 IBM Corporation
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57. Copyright and Trademarks
© IBM Corporation 2012. All Rights Reserved.
!
IBM, the IBM logo, ibm.com are trademarks or registered trademarks of
International Business Machines Corp., registered in many jurisdictions
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“Copyright and trademark information” at www.ibm.com/legal/
copytrade.shtml.
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